Improving the Agency Selection Process

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Peter Weiss and Bruce Mowery share thoughts on how both Agencies and their Clients can improve the Agency selection process. In attendance were 10 agencies belonging to the 4A (American Association of Advertising Agencies).

Business Technology

How Companies and Agencies Can Improve the Digital Agency Search Process November 6, 2009

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You've heard it a million times before, "first impressions matter," but they matter more than you might think. Our conscious mind can only handle 40 bits of information at one time, whilst our unconscious mind can handle 11 million. In one study, participants picked the future winner of a political race based on a quick look at the candidates’ photos. So let's put your best foot forward, As they say it: "Fail to prepare, then prepare to fail." Be prepared, so you can be the most relaxed and confident in your next interview.

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Having made the bold move of launching a start-up business, it is likely that you are faced with the challenge of spreading the word about your products or services to potential customers. Most start-ups look enviously at the big brands, wishing they could emulate their marketing activities. Of course, they are never able to do so due to an acute lack of funds to invest in marketing, especially in the early stages. The goal of media relations is to get positive coverage in the mass media without paying for it directly as by advertising. Media relations involves working with media for the purpose of informing your potential customers about how your offering will benefit them, and doing so in a credible positive and consistent manner. Typically, this means coordinating directly with the people who influence, generate and distribute news and features in the mass media. One of the most cost-effective ways to build buzz around your start-up is to get it covered by the media, either local or national. But how does one go about doing that on a shoe-string budget?

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CDI Founder Workshop Session 4 - Lean Startup Methodologies - Kayla Trautwein- EvoNexus (https://www.linkedin.com/in/kayla-trautwein-b3bbb621) Time/ Date- Nov 8th, 6p-8p Description- Founders often fall into a trap: building a solution for a problem they aren’t sure that their customer really has. With so many options available to consumers, it’s difficult for businesses to stay above the noise. No longer can we ask “Can we build this?” Rather, the question has become “Should we build this?” In other words, “Are we building something that customers really want/need?” After all, the customer is always right. One of the biggest challenges for entrepreneurs is finding product-market fit, and this journey all begins with customer development. The Lean Startup Methodology will teach you best practices in customer development which will lead you to determine whether to 1) improve the solution you have built, 2) change direction (pivot) or 3) abandon your product or service and try something new. With the odds of failure so high for today’s startups, the Lean Startup Methodology offers an essential regimen for failing fast and iterating so that you have a better chance for success. Homework- Watch “The Lean Approach: The Lean Method” with Steve Blank by the Kauffman Founders School. Watch “The Lean Approach: Getting Out of the Building: Customer Development” with Steve Blank by the Kauffman Founders School. Read “Customer Development: What Questions Do You Ask Potential Customers?” Watch “Good and Bad Examples of Customer Interview Questions.” Engagement From the video and blog content, you’ve learned that in order to keep driving your product/service in its current direction you should have some validation from potential customers. In the Lean Startup Methodologies Session we’re going to walk through some sample customer interview exercises to help you think about ways to get closer to product/market fit and give you tools to help determine when it’s necessary to make a pivot. If you don’t currently have a startup you’re working on, no problem. This session will still be beneficial as you think about other applications for customer interviews, whether it’s in your current job or in a networking scenario.

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